This reads like a good example of how prestige brands flatten people critical faculties. :-)

"A lot of love for Apple" is not evidence of wisdom or merit. It is evidence that Apple has been extraordinarily successful at converting ordinary consumer electronics into a moral aesthetic identity for its customers... Once that happens, public praise stops being about products and starts being about selfregard.

That is why Apple gets discussed in a register normally reserved for institutions that have actually earned public affection. In reality, it is a company that charges luxury prices for tightly controlled products, then persuades customers that the control is sophistication and the markup is virtue. :-)

This is mostly a case study in prestige bias. People are not just evaluating a company but protecting a status hierarchy in which buying Apple signifies discernment.

And the something amazing must be in the skunkworks line is the usual theology that means when the present is overpriced iteration, redemption is always scheduled for a few years from now.